Film and Animations

Attract attention - convey messages

Moving images play an increasingly important role in communication.
Videos, movies and animations are a key element in conveying emotions, information and messages in a convincing way.

Explore the extended guidelines for film on our ComPortal (internal access).

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Video example
Animation example

BASF film presentation guidelines

Each film on the brand content should be given a title that indicates the subject and the question.


Films that are used separately

Films that are launched by the viewer themselves

Films for embedding on websites without accompanying thematic context.

Films for embedding in film platforms without accompanying thematic context.

Films for embedding in film archives or collections without accompanying thematic context.

Footage collections for use and further processing in the media

Reportage, news films, image films and footage for journalistic reporting

We recommend to produce BASF video content in Full HD (1920 x 1080 px).

Important information such as text, subtitles or messages has to be placed with a safety margin towards the screen’s edge.

We suggest a safety margin of:

  • horizontal margin: 144 pixels
  • vertical margin: 81 pixels  

Please set the safety area of your editing system or software to 15% in order to get the correct margin.



Each brand content film should have a title that highlights the topic and the leading question.

Each brand content film contains several elements which correspond with each other regarding image content, length of title and possible additional information, composition and color arrangement.

These elements are:

  • A still or sequence of the film which visually represents its main theme
  • Logo bar
  • Film title
  • Supporting information




Lower thirds generally appear whenever you want to introduce a person. A lower third contains the name and function of the person you see in the frame. The minimum length of appearance must be set to 5 seconds depending on the amount of text the viewer has to read.

Generally lower thirds should be aligned to the left if the protagonist looks to the left and aligned to the right, if the protagonist looks to the right. 


Subtitles can be written in up to two lines long and should be aligned to the left.

As with lower thirds an underlying transparent bar should be used, which has to be identical with the color used in other graphic elements throughout the film.

A second option for subtitle alignment is centered text on both lines which is often used as a television standard.

The type style for subtitles is Helvetica Neue 65 Medium 64 pixels size.


Messaging is used to highlight a specific fact, an argument or a quote in your film. You may insert a messaging screen by just inserting it into an image sequence. Alternatively you may use a transition to fade-in and fade-out the screen.

The background is filled with a corporate color that should be consistent with the one used for other graphical elements throughout the film, like the logo bar or lower third bars.

The font is Helvetica Neue 55 Roman in 78 pixels size and the text should be aligned to the center. You should not use more than three lines of text.


Our film ending always uses the logo on a background filled with a BASF corporate color which has to be consistent with the color of the logo bar and text in the introduction.

Its length should be between 3,5 and 5 seconds.

The logo width is set to 814 pixels and the positioning is centered like on all other rectangular spaces the logo is half as wide as the working space and it is horizontally and vertically centered (see technical reference).

You can hard cut into the ending or use a dissolve. A dissolve makes sense if the picture proportions of the scene from which you fade into the logo supports it. Wobbly and shaky camera movements and blurry images are unsuitable.

Regarding the sound recording of your film you have freedom of design.


We want our communication to be associated clearly with BASF and our values. This also applies when using audiovisual media.

Stay true to the BASF Brand; do not use other brand worlds, for instance from famous movies or TV spots. A BASF story can be visionary in nature, but should not be fantastical, exaggerated or unreal.

Stay true to the BASF visual style. Strive for impressive, high quality photography and cinematography with natural light and color, which does not seem too abstract. You can use animations or even fully animated films for educational content.

Use a natural, friendly and engaging tonality and avoid to use irony, jokes or over exaggeration to not be misunderstood.

Take the target group’s perspective and make it interesting and rewarding for them!


End credits with BASF logo in various film formats

Silke Buschulte-Ding


Contact and feedback

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